Instagram entered the ticketing world: indeed, users can now buy tickets from within its app to certain live events – with the Life Is Beautiful festival in Las Vegas being one of the first to avail of this functionality from its official account.
Scott Van Brunt, head of partnerships at Eventbrite, explainedBillboard:
[This is] a continuation of our Facebook partnership over the last few years to develop a commerce integration and the ability to buy tickets directly on Facebook. This an extension of that work and we're excited because Instagram is a critical marketing channel for our clients and a place where fans spend a lot of time. We're helping them turn browsing into ticket sales and work with Instagram to make the platform more actionable.
Tickets can only be sold on Instagram profiles that are set up as business accounts and they will be able to add a Get Tickets button to purchase within the app instead of dropping in a URL that sends the user off to an external ticketing website. The argument from Instagram and Eventbrite is that, because it all happens inside the app, there is likely to be a higher conversion rate than if users were forced to jump through multiple hoops (and multiple mobile websites) to buy tickets. This comes just days after the announcement of an integration with Spotify where users can share what they are listening to on the streaming service straight to Instagram.
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